Framing On Facebook: Examining an Issues Management Approach to Obesity

Shereen Sarthou McCall, Sora Kim, John Brummette

Abstract

This study utilized a quantitative content analysis to examine how ten major food corporations are managing and framing the obesity issue on Facebook. Despite the potential for communicating about issues with large numbers of active stakeholders on social media, corporations in our study are not maximizing their issues management efforts on this medium. This study reveals that the overall strategy used by these corporations involves providing individual-focused information about living healthy lifestyles. Food corporations are taking a very positive and empowering approach to the issue by refraining from using the term “obesity” in their messages and frames, providing personalized information related to empowering a healthy lifestyle, and using the product nutrition frame, all of which were found to be the more effective tactics in generating dialogue and positive reaction from stakeholders.

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Based at Tarleton State University in Stephenville, Texas, USA, The Journal of Social Media in Society is sponsored by the Colleges of Liberal and Fine Arts, Education, Business Administration, and Graduate Studies.